User-generated content can provide a simple, authentic and less costly way to market natively. Content posted by users on social media is often interesting, informative and timely. Brands can also repurpose user-generated content (UGC) as additional marketing content material.

WITH THE HELP OF A REAL influencer ADVERTISING AND MARKETING SERIES, IZEA SUMMARIZES THESE 8 TYPES OF UGC CONTENT CAMPAIGN MODELS, WHICH PROVIDE INSPIRATION AND REFERENCE FOR BRAND MARKETERS.

Ask the user to show that your product is in use

While iPhone users were initially disappointed with their camera's ability to take photos in low light, Apple's "Shot on iPhone" helped turn the tide. Apple launched the " Shot on iPhone" campaign, which showcases some of the best photos from users to highlight the powerful improvements in the camera's capabilities.

In January 2022, Apple continued its Global Challenge campaign, this time with the iPhone Photo Challenge. Consumers using iPhone 13 Pro and Pro Max were asked to share their best macro photos, and the winners' entries were shared on Apple's Instagram account and billboards .

A product usage challenge campaign can encourage customers to spontaneously demonstrate the outstanding features of your product.

Competitions for designs created by loyal customers

In a brilliant marketing initiative, Starbucks released a limited number of solid red holiday cups to encourage customers to create their own unique designs. Creatives were asked to take a photo of their unique cups and share it on Instagram or Twitter with the hashtag " #RedCupArt ".

Out of 1,200 submissions from 13 countries, the company selected 13 customer designs from six countries to be featured on holiday cups in more than 25,000 Starbucks stores in 75 countries.

Let your everyday customers become your models

When trendy swimwear and lingerie brand Aerie pledged to stop photoshopping photos, it encouraged customers to do the same when posting their own images in the brand. The company even donated $1 to the National Eating Disorders Association for every user-generated Instagram photo with the " #AerieReal " hashtag.

The combination of charity, wholesomeness and original photos of "real" models helped the campaign significantly increase social media engagement. Apparel, cosmetics and skincare brands can design similar online marketing campaigns.

Publication of client's work on the brand website

Vivadogs, a monthly subscription service provider of dog-related products, is well aware that their customers love to share photos of their furry pets.

The company encourages users to take photos with their favorite Vivadogs toys and products and share photos of their dogs to social media, as well as participate in the hashtag " #vivadogs " on Facebook or Instagram. The brand selects its favorite photos and displays them in header images on its homepage and other social media, giving users a sense of brand respect and self-worth, and encouraging site visitors to subscribe to its services.

Enriching the values awareness perspective

Software giant Adobe ran several UGC campaigns to highlight the talents of its customers as well as the company's values. In conjunction with activities such as Black History Month, Women's History Month, Hispanic Heritage Month and Pride Month, creators were encouraged to post images with specific thematic tags to showcase Adobe design features.

Adobe's Instagram feed is filled with a wide variety of user-created artwork. For example, the #CreateWithPride hashtag has produced many stunning visual designs that support the LGBTQ+ community.

Encourage try-on/trial

When Warby-Parker, an online retailer of nearsighted glasses, contact lenses and sunglasses, offered potential customers the opportunity to try on five pairs of glasses at home before buying their favorite pair, the campaign turned into a UGC event.

The company asked customers to post photos or videos of themselves wearing glasses on Instagram for interaction, with the hashtag #WarbyHomeTryOn. Users asked their followers to help choose which pair of glasses looked best, and Warby-Parker used the campaign to get more than 20,000 UGC Instagram posts to successfully market its Warby-Parker successfully marketed its eyewear selling service with over 20,000 Instagram UGC posts.

Incorporate user comments and feedback into official content

Marea is a women's health company that uses user reviews, feedback and social media comments as its own native content on the company's Instagram, Facebook, Twitter and website.

The brand also did a great job of integrating user-generated posts related to women's periods, hormones and mental health, and managed to upgrade the tweets into some very interesting marketing pieces.

Provide personalized products

Coca-Cola's " Share a Coke " campaign, which encouraged consumers to tag their name or phrase with a can of Coke in a photo, was a global success. Spanning more than 80 countries, the user-generated content campaign was spread across Facebook, TikTok, Instagram and Twitter, among other platforms.

THE CONCEPT IS NOW BECOMING SO POPULAR THAT COCA-COLA HAS STARTED OFFERING PERSONALIZED BOTTLE DESIGNS, PRODUCING A HUNGER MARKETING EFFECT WHERE EACH PERSONALIZED DESIGN NATURALLY GENERATES A LOT OF UGC CONTENT ON SOCIAL MEDIA WHEN IT IS RELEASED.

COMPANIES LOOKING FOR THE LATEST IN USER-GENERATED CONTENT CAN COMBINE ONE OR MORE OF THESE IDEAS TO INCREASE CAMPAIGN ENGAGEMENT AND REDUCE THEIR MARKETING SPEND. THESE TRIED-AND-TRUE IDEAS CAN BOOST YOUR BRAND'S VOICE AND GOODWILL AMONG REPEAT AND POTENTIAL NEW CUSTOMERS SIMPLY BY ASSIGNING A THEMED HASHTAG AND PAIRING IT WITH A FEW influencer KOL CAMPAIGN PROMOTIONS.

ABOUT IZEA GLOBAL influencer MARKETING

IZEA Worldwide, Inc. (" IZEA ") is a marketing technology company that provides software and professional services that enable brands to collaborate and transact with the full range of today's socially influential online KOLs and content creators. The company is a pioneer in the evolving commercialization of content, enabling self-publishers to create value through their content, creativity and influence. IZEA launched the industry's first influencer content marketing platform in 2006 and has since facilitated nearly 4 million transactions between online brand buyers and influencer content creators. Leading brands and agencies worldwide have partnered with IZEA to drive social media engagement rates, diversify brand voice, expand content production and drive measurable return on investment.

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